Transformations  in
Business & Economics

HOW SUSTAINABILITY ORIENTED IS GENERATION Z IN RETAIL? A LITERATURE REVIEW
Dan-Cristian Dabija, Brandusa Mariana Bejan, Vasile Dinu

ABSTRACT. This paper aims to highlight the connection between the sustainable behaviour of young consumers (members of Generation Z) and the preferences, attitudes and reasons for which they are more willing to choose those retailers eager to implement green and sustainable offers and adapt their products accordingly. We draw a thorough systematic literature review on the theoretical and practical dimensions of sustainability in retail and its relation to young consumers, members of Generation Z. Unlike their parents and older brothers, belonging to Generation X and/or Millennials, members of Generation Z have totally different behaviour, being more green, sustainability-oriented and tech savvy, taking into consideration mainly those companies and especially brands who are able to connect with them and enhance their experiences and feelings.
In designing their offers and promoting their brands, retailers have to be more aware of young consumers' preferences and expectations. Nowadays selling products to young consumers might not be even possible without relying on green strategies, either in the production processes or in marketing them under sustainable principles. This paper is completely original, as there are no similar studies linking sustainability in retail with young consumers or members of Generation Z .

KEYWORDS:  retail, sustainability, Generation Z (Baby Bloomers), green products, technology savvy.

JEL classification:  D64, J62, L81, M3, O33, Q01, Q56.